Zef Eisenberg has been killed while attempting to break the British land speed record of 209mph. Emergency crews were called to Elvington Airfield, near York, at 4.30pm on Thursday.
It is the same circuit where Top Gear presenter Richard Hammond had a “near death” 230mph crash in 2016
Eisenberg was in charge of the Madmax Race Team, which attempts to break speed records with motorbikes and cars.
He became a multi-millionaire as his sports nutrition brand Maximuscle grew and he sold it for £162million in 2011.
The 47-year-old presented ITV 4 show Speed Freaks and also appeared on other motorsport programmes.
Eisenberg holds multiple records including the world’s fastest turbine bike (234mph) and the UK’s fastest ‘naked’ bike (225.6mph).
Before this fatal crash, Eisenberg had a close call with death when he attempted to set other records at the airfield.
He broke 11 bones, including his pelvis, during a devastating accident in 2017.
Eisenberg was told he would never be able to walk again but he recovered and a few months later returned to the airfield.
Previously speaking to Goodwood Road & Racing, he opened up about what it felt like to hold onto a motorbike going more than 200mph.
He said: “At 234mph it was still accelerating. Rapidly. But we were running out of runway, and I couldn’t hold on any longer. It took me three years of gym work to get to that speed.
“At 220mph the disc on my vertebrae was popping out. There’s so much force being put on the neck.”
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